Working in a large corporate I often feel jealous of SMBs and their ability to adapt and just run with new ideas. Keep it simple and focus their products and services on delighting their clients.
ozonecoffee.com is a fine example of a small company who get online marketing and what it can bring to their business.
They’re engaging with their clients on Social Media
On Twitter and Facebook (their main presences) – they follow the 80:20 rule. Only talking about themselves 20% of the time.
Posting relevant updates from the market that their users might find interesting – coffee awards/contest, supplier updates, and some candid Instagram shots of Latte art and their über trendy Taranaki and London cafes. Oh and the odd shot of their great staff.
They thank customer for tweets and comments, and go the extra mile if a blogger takes the time to do a review.
— OzoneCoffeeRoasters (@OzoneCoffee) June 12, 2012
On Facebook they’re sharing a combination of their supplier stories and customer experience photos, articles about who they’ve sponsored and some great content marketing in the form of brew methods and ways to get great coffee at home as well as in store.
They’re frequent, use humour and something new goes up on average twice a week. They’re not just saying things for the sake of a post. There’s interesting articles on their sponsors, the background of their suppliers in Costa Rica, El Salvador and Brazil.
Rounding out their content marketing are articles on blends and origins really educating their clients on why Ozone is a quality brand. Yet at the same time loading their site with SEO keywords.
They’re using Mobile
Now their site’s not mobile friendly (one for the next phase guys) but their content marketing is. It hits the road with then via Instagram where they bring you into the heart of their operations, sponsorship and supplier visits.
They get the benefits of content marketing
Not only are Ozone leveraging their supplier’s CSR angle and reassuring their customers that they have quality, but they are taking the time to educate their clients and building the full story of their brand. From expert caring staff and roasting processes through to their sponsorship of rafting and what is an emotional story around their cofounder. I’d love to hear more about their story and I wonder if another content area could be tips from their expert staff, a way to get to know them better as part of the Ozone Coffee Roasters brand.
They also understand content curation, both their own and of others – repurposing web content and tailoring it to their two audience groups on Twitter and Facebook.
Harping back to my corporate base – I am sure there are many tips here, particularly in educating our clients, that we can take from Ozone Coffee Roasters.
So on a parting note:
Your brand has a story, tell it!